... and individualism on the paths from moral preferences to purchase intention. Design/methodology/approach Respondents read a stimulus passage describing unethical activities of imaginary fashion brand A and the economic benefits of purchasing/using the brand's products. Then, they were asked to answer questions...

... develops a unique theoretical model with high explanative power. Very few studies have ventured in this field. This study has added value to the body of literature on consumer behavior as well as individualism. Furthermore, this study has developed some of the novel relationships between different factors...